I recall a theory that conditions in a commercial brewery setting are somewhat different than for homebrewers, such that the product you get from a fermentation temperature of like 68 F in a commercial setting might equate better with a ferm temp of a few degrees cooler like 65 F in a homebrew setting. Since the yeast manufacturers serve commercial breweries at a greater volume than homebrewers, it might make sense to subtract a few degrees at home from whatever they recommend for the big boys.
I'm not sure where this came from or if it's accurate, but it's certainly food for thought and exploration.
The other big reason many homebrewers these days start the fermentations cool and then let it rise later is that it's been promoted by Jamil Zainasheff on the Brewing Network for 10 years, and he's very highly respected, and right wrong or indifferent, he literally helped write the book on "Yeast".